In today's world of the consumer goods industry, products and brands increasingly become exchangeable [Kroeber-Riel 1984, pp. 210-211]. A differentiation driven by product quality and price is not sufficient anymore [Salzmann 2007, p. 1; Shaw and Ivens 2002, p. 2], resulting in a lack of uniqueness [Sawtschenko 2005, p. 20]. Driving a successful business does not only require a consistent renewal of the product portfolio but also an attractive presentation of the goods. Especially the provision of experiential value-added services, e.g. at the point of sale (POS), is seen as an appropriate means for differentiation from competitors [Merkle and Kreutzer 2008, p. 21; Grewal et al. 2009, p. 1; Leisching et al. 2012, p. 438]. This leads to service quality being the primary factor to sustain the fierce global competition.
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